Ambani Wedding: A Showcase Of Brand Power & Luxury

In a display of luxury and brand partnerships, the wedding of Radhika Merchant and Anant Ambani on 12 July 2024 in Mumbai's BKC Bandra has set new standards for extravagance. The union not only captivated global attention but also provided a platform for both homegrown and international brands to shine.

The Merchant-Ambani nuptials, costing several thousand crores have become a talking point for their lavish scale and the brands showcased throughout the festivities. While some netizens speculated about a potential link between the wedding expenses and rising mobile data tariffs, the pre-wedding and wedding festivities primarily served as a grand stage for various luxury and consumer brands.

Fashion Takes Centre Stage
The bride, Radhika Merchant chose a custom creation by Abu Jani Sandeep Khosla (AJSK) Couture for her wedding ensemble. This choice is particularly given Reliance Brands' majority stake acquisition in AJSK in 2022, suggesting a strategic business alignment. The selection of AJSK over traditional favourite Sabyasachi Couture, in which rival Aditya Birla holds a 51 per cent stake has not gone unnoticed in fashion circles.

Manish Malhotra, another designer with ties to Reliance Brands also featured prominently in the celebrations. Many celebrities donned Malhotra's creations, while Nita Ambani herself was seen in a Manish Malhotra Rangkat saree during the wedding rituals.

Global Star Power & Brand Launches
The pre-wedding celebrations in Jamnagar were marked by a performance from international pop star, Rihanna. Coinciding with her appearance was the launch of her makeup line, Fenty Beauty in India through Nykaa.

The presence of Kim and Khloe Kardashian at the wedding has fuelled speculation about a potential collaboration between Kim's shapewear brand, SKIMS and Reliance. The rumoured partnership has sparked interest online, mirroring the marketing strategy seen with Rihanna's brand launch.

Local Flavours Meet Luxury
In a nod to local tastes, the Ambani family distributed gift boxes containing popular Haldiram snacks to Reliance employees. These boxes, which included items like bhujiya, sev, mithai and even a silver coin were warmly received by staff.

Luxury Transportation
The Ambanis also engaged Club One Air to provide luxurious transportation. The company arranged 100 special jets, each equipped with double beds, dining areas and lavatories at a reported cost of Rs 7.2 lakh per hour per aircraft.